5.27 College Brand Stewardship

Related Minnesota State Board Policy: None
Related Minnesota State Board Procedure: None

Part 1. Purpose

A college’s brand identity communicates its values to its current and prospective students, faculty, staff, alumni, and the broader community.
This policy establishes guidelines for the creation and management of Normandale College's brand identity and assets to ensure they are a
consistent and accurate representation of the college's brand promise and mission, are inclusive, and accessible to all.

Nothing in this policy shall be interpreted to expand, diminish, or alter academic freedom articulated under federal, state, system or college
policy and collective bargaining agreements.

Part 2. Definitions

Subpart A. Brand Identity: The unique personality of the college and the promise it makes to the people it serves. It encompasses
tangible and intangible elements including its logo, tagline, and values.

Subpart B. Brand Stewardship: The practice of maintaining the college’s reputation and identity (including its brand assets) and aligning
them with its core values to achieve long-term success.

Subpart C. Brand Stewards: People who communicate about the college and its brand with messaging or branded materials. For the
purposes of this policy, the brand stewards are Normandale’s Marketing and Communications Department and employees.

Subpart D. Brand Assets: Visual elements that are used separately and in conjunction with each other to depict the college’s brand
identity. They include, but are not restricted to, logos, fonts, and colors that are representative of the organization.

Subpart E. Brand Guide: A document that describes what brand assets make up the college’s brand identity, and how to use them correctly.

Part 3. Rationale

Subpart A. Effective brand stewardship of the college results in:
1. A recognizable brand identity that is unique to Normandale

2. Increased awareness of the college and its impact on students and the community

3. Enhanced reputation of the college through positive communications aligned with its mission, vision, and values

4. Increased support for the college’s programs

5. Increased enrollment by students who want to be part of Normandale’s story

Part 4. Brand Steward Responsibilities

Subpart A. Marketing and Communications Department

Normandale’s Marketing and Communications Department plays a key role in establishing and maintaining the college’s brand identity. It leads
the creation of Normandale’s brand identity and its associated messages, creative assets, and guidelines, ensures they use inclusive language
and comply with accessibility standards, supports employees in their communications about the college, monitors for compliance with the brand
guidelines, and works with employees to bring messaging and branded materials that don’t comply with this policy and procedure into compliance,
as needed.

Subpart B. Employees

Normandale’s employees maintain the college’s brand identity by consistently following the brand guidelines, using messaging that
aligns with the college’s mission, vision, and values, attending trainings, and bringing messaging and branded materials that don’t
comply with this policy and procedure into compliance, as needed.

Part 5: Related Normandale Policies and Procedures
Subpart A. Brand stewards’ use of the news media and social media are addressed in the following policies and procedures:
1. Normandale 5.14 Media Policy and 5.14.1 Media Relations Procedure

2. Normandale 5.26 Social Media Policy and 5.26.1 Social Media Procedure

Policy History: First created in 2025

Department Owner: Advancement

Date of Adoption:

Date of Implementation:

Date and Subject of Revisions:

Next Review Date (4 years): 2029